Perceptions of a heritage site and animosity: the case of the West Bank

Abstract

Purpose Drawing on the theories of social identity and realistic conflict theory, the purpose of this study is to enrich the literature by proposing and testing a model conceptualizing the relationships between animosity, an antecedent (tourists’ perception of a heritage site) and demand variables (e.g. length of stay). Design/methodology/approach Data collected for the study is based on a combination of qualitative (20 interviews) and quantitative research (n = 330) methods. Findings The study demonstrates that animosity should be integrated into tourism research. The study provides relevant insights indicating that animosity harbored toward locals is crucial to the understanding of tourists’ behavior. Research limitations/implications The study provides relevant insights indicating that animosity harbored toward locals is crucial to the understanding of tourists’ behavior. Practical implications Managerial implications for those entrusted with the promotion of tourism and site management are suggested in areas at the heart of a conflict. Originality/value The study of animosity challenges the common view in heritage tourism which focus on positive emotions harbored by tourists. In the present study, the authors focus on the consequences of negative emotions.